NAPLES, Fla. - D. Wendal Attig wants commercial HVAC contractors to think of ways to make their company names the brands that customers remember when they need service and installation work. Attig, who calls himself "America's Brand Positioning Coach" spoke with members of the Unified Group about how to get inside the minds of their customers.
Attig gave his definition of branding: "becoming synonymous with an idea, concept, experience, or philosophy that is more important to your target market than your company name, or the names of your individual products, programs, or services."